Soft drink industry's focus should be on child nutrition in developing world

November 11, 2010 By Kate Vidinsky

Soft drink companies are well-positioned to help combat child malnutrition in developing countries because of their expanding business and extensive distribution routes. UCSF experts are advocating for these companies to implement public health programs that exploit their access to remote markets by producing healthier products, such as bottled water fortified with essential nutrients.

Janet Wojcicki, PhD, MPH, UCSF assistant professor of pediatrics, and Melvin Heyman, MD, MPH, chief of pediatric gastroenterology, hepatology and nutrition at UCSF Benioff Children’s Hospital, explore how the beverage industry can potentially improve child health in Sub-Saharan African countries and other developing nations in a new article in the journal .

Increasingly, soft drink companies supply products with little or no nutritional value to the developing world, where high rates of malnutrition are a stark contrast to the ongoing obesity epidemic in developed countries. Nearly 80 million servings of Coca-Cola products are consumed in Sub-Saharan Africa each day; Coca-Cola plans to double its investments in African markets in 2010 and estimates its retail sales will expand by more than $600 billion by 2020.

Meanwhile, many children in these countries continue to have stunted growth and serious nutrient deficiencies. According to the World Health Organization, more than 67 percent of African preschool-aged children suffer from iron deficiency anemia, and 44 percent have a vitamin A deficiency.

“We are living in a world that simultaneously has problems of obesity and malnutrition. However, efforts targeted at beverage companies tend to focus solely on developed markets and the problem of obesity, without recognizing the increasingly large role these companies play in feeding people in the developing world,” Wojcicki said. “Public health initiatives should push the beverage companies to similarly provide healthier products to people in the developing world.”

Wojcicki and Heyman propose that soft drink companies work with public health interests to begin manufacturing products fortified with the vitamins and minerals often lacking in the food supply in . Furthermore, by using the companies’ widespread manual distribution centers, which rely on bicycles, pushcarts and other similar transportation to access hard-to-reach sellers, healthier products can be delivered to remote locations and have a greater impact.

“We are not trying to encourage the use of , but as these companies produce a broad array of products and their products are being used more and more, they should provide beverages that include additives to help improve some of the serious issues in the developing world,” Heyman said.

The authors contend that bottled water is the ideal vehicle for nutrient fortification, especially since the sale of bottled water is expected to grow rapidly in African markets due to the poor quality of potable water in many areas.

“Public health officials should put pressure on beverage companies to provide a product that both does not contribute to the obesity epidemic and has the potential to provide nutritional benefit. Fortifying bottled waters would also have the added benefit of providing access to safe, clean water in areas that may not have easy availability,” they conclude.

More information: Commentary currently is available online at

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1 / 5 (1) Nov 11, 2010
I'm sorry, but the focus of the soft drink industry should be. . .soft drinks. I don't understand the mentality of those who feel their special interest should be forced on private industries. Pediatric organizations seem to do this quote often.

Maybe their philosophies wold be better received in a command economy with a strong centralized government like China. Then companies could simply be "ordered" to comply with whatever interest the government wanted to promote.
1 / 5 (1) Nov 11, 2010
maybe the soft drink industry should instead focus on... on... intergalactic space flight and alien greeting methodologies... why? because thats what i would do if i had a billion dollar soda company. i would steal the investors profits, adn then dump them into the pet dreams i have, and completely ignore the laws, and so i would be able, in my despotic dreams, to derail my successful company, the investors, and all the employees...

after all, all those people are only incidental to my dreams of intergalatic control of the universe!!!

after all, if they are going to be dumb and extreme in their fantasies of despotic redistribution, they might as well think big... stop thinking local solar system and think global galaxy..

to infinity and beyond!
1 / 5 (2) Nov 11, 2010
Wile they're at it, why not have beer and liquor companies add vitamins and minerals to their products. A lot of people don't drink bottled water, only beer.

More seriously, tobacco companies should be made to gradually reduce nicotine content in their products, so that by 2020 all tobacco would be nicotineless.

not rated yet Nov 11, 2010
Sounds like a good idea to me. Flintstone chewable vitamins were often credited with improving the health of a generation, and were one of the most profitable Flintstones products.

The article says soft drink companies are in the best position to provide healthy drinks to their customers, and they already produce a variety of fortified products. Just get the kids started young, let them grow up on the stuff, and they have customers for life.

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